
FUMBLE FRENZY
AT THE SUPER BOWL
SPONSORSHIP ACTIVATION
// CHALLENGE
Create an exciting, multi-brand activation for Procter & Gamble at the NFL Experience during Super Bowl week to generate awareness, inspire consumer engagement, and distribute product samples.
// SOLUTION
Allied Experiential designed and produced “Fumble Frenzy,” a six-person game that rewarded players who recovered the most footballs. The set also included a custom, shoppable P&G product display wall and sampling station and the Pampers Airstream which featured upscale changing/nursing rooms.
// EXECUTION
Each “Fumble Frenzy” player stepped up to a lever operating a giant helmet branded with one P&G brand including Gillette, Head & Shoulders, Olay, Old Spice, Pampers and Tide. Throughout the six days of the promotion, players competed to recover the most footballs in one-minute rounds. Prizes included Amazon gift cards and the chance to win a pair of tickets to Super Bowl LIV. Professional sports announcers and a roaming emcee introduced each player and called each game. Brand Ambassadors and Cheerleaders managed the crowds, totalling almost 100,000 people, and pumped up the players. In a custom-built sample hub, guests were able to scan QR codes to receive a sample bag filled with Olay, Tide, Gillette, and Pampers products to take home.
// RESULTS
More than 75,582 fans attended the event. Approximately 4,000 people played “Fumble Frenzy” and 40,000 sample bags were distributed.
